MARKETING TO GenZ: INTEREST IN BUYING FROM ONLINE STORES ON THE MARKETPLACE PLATFORM

Authors

  • Roky Apriansyah Indragiri Institute of Technology and Business, Bachelor of Management Study Program.Indonesia.

DOI:

https://doi.org/10.24034/icobuss.v4i1.551

Abstract

In this study, it is known that 1) brand integrity has an effect on customer satisfaction, 2) brand integrity has an effect on purchase intention, 3) customer satisfaction has an effect on purchase intention, 4) product description has an effect on purchase intention, 5) brand integrity indirectly has an effect on purchase intention with customer satisfaction as a mediating variable.

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Published

2024-11-14

How to Cite

Apriansyah, R. (2024). MARKETING TO GenZ: INTEREST IN BUYING FROM ONLINE STORES ON THE MARKETPLACE PLATFORM. International Conference of Business and Social Sciences, 4(1), 673–680. https://doi.org/10.24034/icobuss.v4i1.551

Issue

2024: 4th International Conference on Business and Social Sciences

Section

International Conference of Business and Social Sciences